Consumers are bombarded with unending streams of information on millions of products from thousands of companies. Positioning is a strategy to get your company and products noticed; it actually refers ...

Your company brand is the lifeblood of the business: It is a statement of your company's personality and a declaration of company values. With the right positioning strategy, branding creates an ...

Now that you've chosen a segment (or segments) you're ready to position your product or service in each segment. You'll need a positioning statement for each targeted segment. But what does ...

Launched in 2012, YourStory's Book Review section features over 330 titles on creativity, innovation, entrepreneurship, and digital transformation. See also our related columns The Turning Point, ...

One of the most profound statements made on the subject of positioning comes from Louis Carroll's Alice In Wonderland. When Alice asks the Cheshire Cat which path to take, he responds, "if you don't ...